Last year was a big one for the travel industry. Holiday travel surged, and our data showed London as Europe’s top holiday destination, capturing 79.1% of flight bookings and 89.7% of hotel reservations. While some travelers embraced traditional Christmas getaways, others opted for high-profile events like the Abu Dhabi Grand Prix, which drove a 9% increase in flight bookings during December.
As we dive into 2025, the travel industry is showing no signs of slowing down. Domestic travel is on track to grow 3% each year, reaching an incredible 19 billion lodging nights annually by 2030. International travel is also picking up, expected to return to its historical average of nine billion nights. And with travelers eager to explore, spending is set to rise right alongside demand.
For travel marketers, this presents a massive opportunity. Understanding what travelers want in 2025 will be key to capturing demand and staying ahead of the competition. Here are the top five trends shaping digital travel marketing this year.
Travelers are willing to spend more for great experiences. Our data found that while economy lodging prices remained steady, demand for upscale and luxury hotels increased, with prices rising by 1.7% and 1.4%, respectively.
This trend extends beyond accommodations. Spending on experiences jumped 65% from 2019 to 2023, and it’s only growing. Events like concerts and sporting championships are major travel motivators. In 2024, Taylor Swift’s Eras Tour caused hotel prices to spike by up to 154% in host cities, and during the 2022 FIFA World Cup, international lodging searches jumped 541% worldwide.
With high-profile events like Formula One and the 2026 FIFA World Cup in Canada, Mexico, and the United States on the horizon, travel brands that build campaigns around these moments will have a strong competitive edge.
Technology is transforming how travelers plan, book, and experience trips. Currently, 65% of companies are trialing generative AI to personalize experiences, optimize operations, and create content. As AI adoption grows, the divide between digital interactions and real-world travel will continue to shrink.
However, while travelers appreciate efficiency, they still crave personal connections. According to Hotel Tech Report, 70% of guests prefer chatbots for simple questions but want human interaction for more complex needs. Travel brands must strike the right balance—using AI for speed and automation while maintaining authentic, high-touch customer service.
Sustainability has been a key focus for years, with 87% of travelers saying it’s important to them. But in 2025, the conversation is expanding beyond eco-friendly hotels and carbon offsets. The travel industry is turning its attention to digital sustainability—reducing the environmental impact of data storage, AI, and cloud computing.
At COP29 in Baku, Azerbaijan, the Glasgow Declaration’s updated climate action report revealed that 92% of signatories plan to implement decarbonization measures. As travel brands increase their use of AI and digital marketing, adopting more energy-efficient technologies will become an important part of sustainability strategies.
Travelers expect personalized experiences from the moment they start researching a trip. That’s where curation comes in.
Curation uses first-party data—collected with consent through a brand’s CRM—combined with partnerships across the travel ecosystem to deliver highly relevant marketing. Because audience selection happens before an ad is served, brands can target travelers with precision while respecting privacy. Unlike traditional digital advertising, this process does not rely on third-party cookies, making it a future-proof solution as the industry moves toward a cookieless world.
For marketers, this means better targeting, higher engagement, and stronger ROI—without compromising user privacy.
Travel demand is surging among younger generations. According to a McKinsey report, 66% of travelers say they are more interested in travel now than before the COVID-19 pandemic. Millennials and Gen Zers, in particular, are prioritizing travel and dedicating a higher share of their income to it than older generations.
For marketers, this shift means adjusting messaging and channels to align with younger travelers’ habits. Social media, influencer marketing, and mobile-first strategies will be essential for reaching these audiences and capturing their attention.
With travel spending on the rise, 2025 presents a major opportunity for brands to connect with engaged travelers. By focusing on experiences, blending digital with human interaction, embracing sustainability, leveraging curation, and adapting to younger audiences, travel marketers can create more effective campaigns and capture their share of this growing market.
Want to stay ahead of the latest travel marketing trends? Let’s talk about how we can help you maximize your marketing strategy in 2025.
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